Now, we both use Snapchat. We once even tried to get a job using it...we're talking 2012 when it was super shiny and new. Hardly any of our friends had it, let alone creative directors – but the thought was there.

Anyway,

Facebook offered $3 billion for Snapchat. Snapchat turned it down.

Today Snapchat is valued at over $16 billion - and right now it's one of the hottest platforms out there.

It's crazy popular. With 100,000,000 active users every. single. day. That's 2/3 of their whole user base taking snaps and sharing on a daily basis. Unlike many other social channels, Snapchat isn't full of robots, dormant or fake profiles. Nor is it full of grandparents who signed up once upon a time and have forgotten how to turn on a computer. No, Snapchat is full of engaged mobile users ready and waiting to share – and their not as young as you would think with 50% of new users being over 25.

What Snapchat has over all other platforms is that it takes the pressure off, unlike other social networks there's no more longing for likes, shares and retweets. And there's no need to worry about capturing the best shot, finding the perfect filter or making sure your eye brows look 'on fleek', no, Snapchat is a place for real, in the moment content - of course that's helped along by the fact that content disappears after 10 seconds.

Snapchat listened to their users when they asked for a 'send all' button, but rather than turn the platform into a spammy environment they introduced Snapchat 'stories' – a bigger breakthrough than you may think. Now we're used to consuming content new>old, like when you're on Tumblr – the first post is always the most recent. But Snapchat switched things up, allowing you to view content in chronological order, giving it's users the chance tell and consume stories – neat huh?

Now controversially I want to talk about the Ui (because 'everyone' apparently thinks it's sh*t.) But I actually think it's rather clever.. and I hadn't thought about until it was said.So unlike other photo sharing platforms when you first open Snapchat you're straight on the camera. Yes, there you are – and if you've got the front facing camera on you're in for a treat. Now, I think this is great because it's built to encourage people to share what's happening right now, in the moment. There's no distractions, no newsfeed starring you in the face full of ads, unwanted content or cries for attention. It actually means when users go into the 'discover' section they actually want to be there, and want to interact with your brand. Snapchat believe advertising doesn't have to be disruptive and they're totally right. It creates such a nicer experience for their users – giving them the control for once. And I believe their high engagement rate is testament to that.